The document discusses observations from an ethnographic study of tired students at the gym in the morning. It notes that most people appeared tired before and after their workout, with many yawning or grabbing water after finishing. The students also chose to sit and rest before walking home, and left sweaty and out of breath.

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Selected Business Article:
What the sleep doctors won’t tell you
http://www.bbc.com/capital/story/20140902-how-to-pull-an-all-nighter

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• Pulling an all nighter is risky

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• Keep warm, drink coffee,
prepare

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• Nourish yourself, eat protein

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Setting / Activity for Ethnographic
Observation:
Students preparing for exams

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Ethnographic Research, tired students at the gym in the morning.

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Ethnographic Research, tired students at the gym in the morning.

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Ethnographic Research, tired students at the gym in the morning.

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Ethnographic Research, tired students at the gym in the morning.

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Ethnographic Research, tired students at the gym in the morning.

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Ethnographic Research, tired students at the gym in the morning.

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Ethnographic Research, tired students at the gym in the morning.

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Ethnographic Research Observations
• Most people at the gym in the
morning are tired even before
their workout.

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Ethnographic Research Observations
• I witnessed people walking into
the gym yawning and looking as if
they just woke up.

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Ethnographic Research Observations
• After people at the gym finished
running, many grabbed their
water bottle to rehydrate before
moving on.

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Ethnographic Research Observations
• Many people chose to sit on the
chairs outside of the work out
area before walking home.

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Ethnographic Research Observations
• Almost everyone walking out
was sweaty and partially out of
breath.

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Ethnographic Research Findings
• Before and after working out,
people appear to be tired.

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Ethnographic Reading Summary
IDEO TSA Project
• IDEO had to make airport check
points a calmer environment for
passengers to make potential
threats stand out.

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Ethnographic Reading Summary
IDEO TSA Project
• A training system was designed for
TSO’s to emphasize the study of
human behaviors

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Ethnographic Reading Summary
IDEO TSA Project
• TSA was designed to help us never
forget 9/11.

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Ethnographic Reading Summary
Ethnographic Research- Who are
the users?
• Ethnographic research is
essential to the design research
process.

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Ethnographic Reading Summary
Ethnographic Research- Who are
the users?
• IDEO observed and interviewed
passengers at TSA to have a better
understanding of the culture.

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Ethnographic Reading Summary
Ethnographic Research- Who are
the users?
• The findings led IDEO to change
the physical layout of the airport
and lobby.

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Ethnographic Reading Summary
Going Deeper, Seeing Further
• Ethnographic researchers need to
look for less obvious ways to
inform our thinking.

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Ethnographic Reading Summary
Going Deeper, Seeing Further
• By listening to people interact,
watch their behavior, and study
their culture we see the world the
way they do.

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Ethnographic Reading Summary
Going Deeper, Seeing Further
• Ethnographic research must keep
evolving as we do, because as
people change, so do their
needs.

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Tagline Research
• “Coca-Cola refreshes you best.”
Coca-Cola
• “Share moments. Share life”-
Kodak
• “Eat fresh”- Subway

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New Tagline
• “Sleep well.”

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Raw Background Images

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Blurred Background Images

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Image and Tagline Study

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Infographic Elements
• App
• Sound
• Touch
• Better grades
• Improved mental health
• Improved physical health

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